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An anti-cheese billboard from Physicians Committee for
Responsible Medicine is set to go up in Green Bay, the heart of
America's Dairyland.

An anti-cheese billboard scheduled to go up Tuesday in the heart
of America's Dairyland is drawing opposition from cheese lovers and
a threat of legal action from a maker of fake cheese.

The billboard, to be erected near Green Bay by the Washington,
D.C., vegan organization Physicians Committee for Responsible
Medicine, shows the Grim Reaper wearing a foam Cheesehead. The
wording reads: "Warning: Cheese can sack your health."

The Wisconsin Milk Marketing Board criticized the billboard
Monday, and the owners of a fourth generation cheese company in De
Pere near where the billboard is going up called it "silly."

The folks at Foamation, which for the past 25 years has been
making foam cheeseheads, ties and other yellow foam products near
Milwaukee, aren't amused. They've asked their attorneys to get
involved. The hat is a licensed product but is being used by the
Physicians Committee without Foamation's approval.

"This is an infringement," said Denise Kaminski, office manager
at Foamation. "We want them to pull it or cover it up. It's a very
negative thing and we don't want to be associated with something
like this."

The billboard was scheduled to go up Monday but was postponed to
Tuesday because of inclement weather, said Vaishali Honawar, a
spokesman for the Physicians Committee.

Wisconsin is the country's top cheese-producing state and has
129 cheese plants. In 2010, cheesemakers created 2.6 billion pounds
of cheese, according to the National Agricultural Statistics
Service of the USDA.

The Physicians Committee, which in July put up a billboard near
the Indianapolis Motor Speedway criticizing hot dogs, said it is
only looking for media attention so that it can spread its message
nationally.

The Fox Valley, home to the Green Bay Packers and the world's
largest cheese company, Schreiber Foods, seemed like a natural fit,
said Susan Levin, a registered dietitian with the Physicians
Committee, a nonprofit that opposes consumption of meat and dairy
products.

"Cheese is an unhealthy food product," Levin said. "Cheese is
the antithesis" of what we're supposed to be eating.

In general, foods that come from animals, like milk and meats,
are higher in fat, according the USDA.

Laura Wilford, a registered dietitian with the Wisconsin Milk
Marketing Board in Madison, said the billboard — the only one of
its kind in the country — has been drawing media inquiries from
around the state and Chicago.

"It's causing a lot of noise today," Wilford said. "They're
presenting a very slanted side of cheese."

She said cheese provides calcium and sodium, and having 1.5
ounces of cheese a day "is certainly sensible."

At the family-owned Scray's Cheese in De Pere, cheese making has
been a way of life since 1924. The company last week put up a
billboard of its own near Lambeau Field with a piece of cheese on a
cracker. The wording reads: "Make a cracker smile."

Kayla Scray said that's what she and most of her customers are
doing because of the Grim Reaper billboard.

"People around here are thinking it's silly and ridiculous,"
Scray said. "Cheese is a dairy product essential for your diet and
it's a tradition, especially in Wisconsin."

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Threatened with a lawsuit by the company that makes the foam
Cheeseheads, a vegan group on Tuesday blacked out the wedge of faux
cheddar worn by the Reaper in a billboard disparaging the state's
cheese industry.

"Silly and ridiculous" is reportedly what Kayla Scray's cheese
shop customers thought about putting up a billboard near Lambeau
Field showing the Grim Reaper with a wedge of cheese on its head
and the words "Cheese can sack your health."

You may have heard some East Coast vegans put up a billboard not
far from Lambeau Field with a picture of the Grim Reaper on it, and
the not-so-subtle suggestion that cheese kills. This is exactly the
opposite of the message we Wisconsinites have been hearing ever
since being fed deep-fried cheese curds in our high chairs.

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We know it's hard to keep with every piece of information that comes out. That's why we've made it easy for you to keep up with all of our #Badgers sports coverage with our daily BadgerBeat newsletter, featuring work from Tom Oates, Jason Galloway, Jim Polzin, Dennis Punzel, Michael P. King …